Email Marketing: The Latest Brand Trends and Tactics
When it comes to email marketing, it’s the perfect space to go all out on your brand messaging. With it becoming harder and harder to target prospective audiences on Meta and other paid media channels, email is often an underutilized tool when it comes to all stages of the marketing funnel, especially when it comes to getting creative!
So what should we be doing to make our email marketing newsletters and campaigns just that bit better to get the edge on your competition? How do we get a better click rate, and engage our audience? Maybe we can learn something from these amazing brand examples below - why not see what you can take inspiration from, and unleash your brand’s full potential with email marketing!
Lemme’s fun and interactive brand vibe is continued onto their email marketing from the get-go. Their Shopify site includes an impactful full screen pop-up that’s definitely an attention grabber (it appears after 5 seconds or so). More importantly, Lemme asks you to choose your preferences right away, using Klaviyo’s buttons, as you sign up - so that the brand can utilize highly targeted segments, and can send more tailored emails to their subscribers.
Email campaign and automation wise, Lemme’s team do a great job of not waiting around to send relevant emails your way. Their welcome series sends an email a day for 3-4 days, and educates their audience well in this sequence. They also have a well-designed ‘Abandon Browse’ email - something that a user would receive if they have been on a product page. It not only reminds the user that they were looking at their products, but it also uses the brand’s pastel fueled branding to give you more details on each supplement and what their benefits are.
Jazz up your pop-up alà Fly by Jing! Pop ups don’t need to be plain if this doesn’t match your brand - Fly By Jing do a great job of using Klaviyo’s image background options on a pop up.
Their site also makes the most of the homepage newsletter sign up bar - don’t forget to use this space to use your brand tone of voice to increase your chances of getting folks to sign up.
Fly By Jing also do an amazing job of keeping their email designs bold, dynamic and designed with clicks front of mind. They use a good mix of imagery and text in their designs, which is important for email deliverability and keeping healthy metrics. Again moving text is also featured on their designs, in line with their website branding - a trend we’ll see across a lot of brands.
Check out their emails here: https://reallygoodemails.com/u/fly-by-jing
Tip: Emails don’t always need to contain a lot of information - in fact, when it comes to eCommerce emails, the less content the better. Try and contain all the key information in your email’s header (above the fold, like you would in web design) using imagery, brand fonts and your brand’s tone of voice. Remember who’s reading your email - other humans!
Graza are one of the best brands out there when it comes to brand storytelling - who knew humble olive oil could have so much content! This is a great brand to follow for inspiration if you’re a single sku business, or have a smaller range (say 2-5 products). It’s all about the hero product, keeping it exciting by showing just how much can be done with it.
Check out their emails here: https://reallygoodemails.com/u/graza
Staying brand true, their email marketing content features everything from out-there recipes (olive oil cake?!), interesting collabs (think health influencers and chefs) and smarts sales tactics, like product bundles, short and sweet plain text emails and team updates via ‘The Grazaverse’.
Their email design is always fun, vibrant, and designed to make you scroll to read more - also including some amazing animations from time to time.
Tip: When using any motion in your emails via gifs, make sure they are optimized to the smallest size possible, whilst keeping image quality - this often means a bit of playing around, but it’s so worth it once you get it right!
The immune health space is definitely competitive, but ARMRA are doing a great job at simplifying their mission and products through amazing web design - and email marketing too.
Their email designs look and feel exactly like their website - bright, energetic and most certainly built with conversion/clicks at the forefront. Their use of CTA’s that fall just slightly below the ‘fold’ is an interesting tactic making you scroll further to find out more. ARMRA also hero their products by focussing on its key ingredients, taste, overall experience and backs this up with reviews - the flow of these emails are worth remembering when it comes to designing your own! (especially for sending to segments of those who haven’t bought from your brand yet).
Check out their emails here: https://reallygoodemails.com/u/armra
Tip: When using clever designs that feature iconography, ingredients lists or anything that looks good on your email desktop view, make sure it also translates to mobile (like you would for web design). On Klaviyo, you can choose to show an image on desktop, and show a different image on mobile. A handy trick to make sure everything looks great and is legible on all devices!
Musicbed’s emails are so great because they feature interesting ways to organize content - including things like the latest music releases, uber styled text, simple black and white layouts and click-worth header images.
They basically manage to elevate your standard newsletter email layout, and make it feel slick, thought-out and impactful.
Check out their emails here: https://reallygoodemails.com/u/musicbed
Their emails are also mobile optimized, and they send about 4 emails a month.
Tip: If your brand sends a monthly newsletter, what could you do to improve click rate?
A few basic things include:
Making sure images are optimized and compressed (faster loading times means more clicks!)
Put your most important story at the start of the email - one that’ll make the user want to find out more (i.e. blog thinkpiece)
Choose the text on your CTAs wisely - ie for a drinks brand ‘Hit Refresh’ might be more impactful than just ‘Shop Now’. All worth AB testing!
Looking for email marketing for your brand? Check out our Email Marketing service.